Belonging To The Brand- Why Community is the Last Great Marketing Strategy
My son, Garrett Jackson, and yours truly are honored to be profiled in Chapter 11 of best-selling author Mark Schaefer’s new book, “Belonging to the Brand: Why community is the last great marketing strategy.”
In his new book, Mark delves into the evolving landscape of new community building and expectations and how these shape how we connect. He shows you how the new consumer mindset originating from the pandemic and working from home, coupled with the emergence of acceptance of new technology like web3 and the metaverse, permits brands to create new and unique opportunities and meaningful communities.
During our interview, Garrett and I shared how people and companies are leveraging new technology and opportunities like the metaverse and web3 to create immersive and interactive experiences that foster deeper connections with their audience.
Throughout the book, Mark shares how forward-thinking people, companies, and brands are leveraging these new technologies to create more memorable and meaningful experiences and communities. By embracing the power of community and communication, they can connect with their audience in new, unique, memorable ways. I found the specific case studies at the end of each chapter eye-opening and valuable.
One of the key takeaways from the book is the importance of authenticity and transparency in building brand loyalty. Especially in today’s digital age, consumers are increasingly savvy and demand honesty and transparency from the brands they support. Brands that are able to build communities upon a foundation of trust and authenticity through open, honest, and meaningful communication are more likely to cultivate a loyal and engaged audience.
Another key takeaway for me is the importance of creating a sense of belonging within a brand community. Brands that are able to create a sense of belonging and connection with their audience are more likely to foster loyalty and engagement. Throughout the book, Mark shows you, via real-world examples, different ways to make everyone feel like a meaningful part of the community.
Overall, “Belonging to the Brand” is a thought-provoking and timely read for anyone interested in the future of brands, community, and connecting. I’m recommending everyone in my global community get the book and put Mark’s ideas into action.
Mark’s new book is available on Amazon (Kindle version) today, and the traditional book and audible will come out on January 9, 2023.